WHAT'S THE STORY
T h e N e w G a m e
ALPHA TAURI X TELEKOM FASHION FUSION
TRIPLE JUMP FINAL
“Expect the unexpected is the motto. Customers are positively surprised by the functionality of a product when they do not expect it in the first place,” says Ahmet Mercan, CEO of AlphaTauri, describing the potential he sees in the fusion of technology, functionality, and lifestyle.
An unusual trio with a shared vision: AlphaTauri, Deutsche Telekom, and Schoeller Textiles jointly launched the first drop of their Heatable Capsule Collection in January 2020. Antje Hundhausen, founder of Telekom Fashion Fusion within Deutsche Telekom, and Ahmet Mercan, CEO of AlphaTauri, share exciting visions regarding the future of intelligent wearables, the role of gamification, and a rapid technological leap. Interview: Stephan Huber. Text: Isabel Faiss. Photos: Telekom Fashion Fusion
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hat was the spark that brought AlphaTauri, Deutsche Telekom, and Schoeller Textiles to the same table? Ahmet Mercan, CEO Alpha Tauri: What connects us is a curiosity about the future and a desire to develop something new together. We are entering a completely new playing field. The end consumer has not yet developed a great awareness of smart tech in fashion. We are now developing the topic together, with innovation and information. Antje Hundhausen, VP Brand Experience Deutsche Telekom: We have been exploring the world of wearables, gadgets, and accessories for 20 years. When we joined this collective, it was important for us to team up with partners who work just as hard as we do to understand topics holistically. Schoeller Textiles and AlphaTauri are such partners. For us, it was not just about functionality and expertise, but about fashion level and trend affinity. AlphaTauri is synonymous with experimentation and pioneering spirit, coupled with a focused market orientation. I think that guarantees a very strong partnership. This first drop was the kick-off for a broader vision. What are the next steps in terms of product and strategy? Ahmet Mercan: We always face the challenge of combining functionality with style. This issue has accompanied AlphaTauri since the beginning. We are pioneers in translating technological innovations into fashion. From the very beginning, we were
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style in progress
“Excellent coverage and a fast network are the primary needs of a target group that wants to equip their avatars to provide them with a unique identity,” says Antje Hundhausen, VP Brand Experience at Deutsche Telekom, naming the challenge she foresees for her company and the fashion industry.
driven by the idea of following up the Heatable Capsule Collection 1.0 with a second stage, introducing additional features and new silhouettes. Heatable is just one possible feature. What are other smart technology ideas that could be implemented? Ahmet Mercan: I do not want to give too much away, but in the long run it will amount to offering more and different services to the wearer by means of sensors, feeds, and geo-tracking. There are great examples of how technology is the entry point to offer true value to the consumer across many industries. This is exactly the aspect we are working on as a team. How much further do you think Intelligent Wear can develop? Antje Hundhausen: As a first step, we launched the app that regulates the jacket’s heat output. However, in cooperation with the DFKI, the German Research Centre for Artificial Intelligence, and other
